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21.06.2011

Ad Age представил TOP-100 американских рекламодателей

Рейтинг возглавила компания Procter & Gamble

Иллюстрация с ресурса wordpress.com

Ad Age представил традиционный рейтинг крупнейших национальных рекламодателей за 2010 год. TOP-100 возглавила Procter & Gamble. Рекламный бюджет компании составил 4,61 миллиарда долларов, по сравнению с 2009 годом он увеличился на 17,9%. В тройке лидеров - телекоммуникационная компания AT&T и автоконцерн General Motors, они потратили на рекламу 2,98 миллиарда и 2,86 миллиарда долларов соответственно.

В десятку крупнейших рекламодателей США вошли Verizon Communications, American Express, Pfizer, сеть Walmart, Time Warner, Johnson & Johnson и L'Oreal.

Среди других известных компаний - Toyota Motor находится на 16-м месте, Unilever на 21-м, Nestle - на 30-м. Замыкает список Colgate-Palmolive.

Совокупные расходы компаний - участников списка по сравнению с 2009 годом выросли на 8,8%.

Таблица с ресурса adage.com

100 LEADING NATIONAL ADVERTISERS
RANKED BY TOTAL U.S. ADVERTISING SPENDING IN 2010. DOLLARS IN MILLIONS.
RANKTOTAL U.S. AD SPENDINGU.S. MEASURED MEDIA BREAKOUT FOR 2010
20102009ADVERTISERHEADQUARTERS20102009% CHG ESTIMATED UNME-
ASURED		MEASURED MEDIAMAGA-
ZINES		NEWS-
PAPER		OUT-
DOOR		TVRADIOINTERNET
1 1 Procter & Gamble Co.
 Cincinnati $4,614.7 $3,915.1 17.9 $1,273.7 $3,341.1 $1,096.9 $202.7 $3.3 $1,851.8 $17.7 $168.8
2 3 AT&T 1
 Dallas 2,989.0 2,787.0 7.2 873.7 2,115.3 49.3 214.9 51.2 1,515.9 144.4 139.6
3 4 General Motors Co.
 Detroit 2,869.0 2,460.9 16.6 697.7 2,171.3 409.6 245.6 17.5 1,202.6 56.0 240.0
4 2 Verizon Communications
 New York 2,451.0 3,020.0 -18.8 573.7 1,877.3 87.1 291.0 69.6 1,106.1 154.3 169.2
5 19 American Express Co.
 New York 2,222.6 1,365.0 62.8 1,601.3 621.4 63.2 130.3 22.2 227.8 45.8 132.0
6 5 Pfizer
 New York 2,124.1 2,097.0 1.3 814.5 1,309.6 333.3 65.9 0.6 831.3 32.1 46.4
7 7 Walmart Stores
 Bentonville, Ark. 2,055.3 2,037.6 0.9 1,152.1 903.2 191.9 45.2 3.2 524.3 80.6 58.0
8 9 Time Warner
 New York 2,044.3 1,873.5 9.1 831.0 1,213.4 260.4 96.8 62.4 698.6 31.9 63.2
9 6 Johnson & Johnson
 New Brunswick, N.J. 2,026.5 2,060.9 -1.7 829.3 1,197.1 293.4 40.8 1.4 805.0 6.7 49.8
10 10 L'Oreal
 Clichy, France 1,978.8 1,838.6 7.6 825.9 1,152.9 566.1 38.9 1.8 536.5 0.6 8.9
11 8 Walt Disney Co.
 Burbank, Calif. 1,931.7 1,961.1 -1.5 838.0 1,093.7 178.1 87.7 36.3 546.1 58.5 186.9
12 21 JPMorgan Chase & Co.
 New York 1,916.7 1,341.0 42.9 1,356.6 560.1 59.6 92.1 36.3 272.7 62.1 37.2
13 15 Ford Motor Co.
 Dearborn, Mich. 1,914.9 1,474.9 29.8 758.1 1,156.8 144.7 20.1 3.9 809.8 32.9 145.4
14 11 Comcast Corp. 2
 Philadelphia 1,852.5 1,782.0 4.0 473.7 1,378.8 107.3 131.8 53.9 708.7 211.9 165.1
15 12 Sears Holdings Corp.
 Hoffman Estates, Ill. 1,778.6 1,700.3 4.6 1,076.3 702.3 29.5 157.4 0.9 470.7 29.2 14.6
16 24 Toyota Motor Corp.
 Toyota City, Japan 1,735.7 1,286.3 34.9 613.9 1,121.7 140.1 31.4 17.2 795.6 6.0 131.3
17 13 Bank of America Corp.
 Charlotte, N.C. 1,552.6 1,547.4 0.3 1,166.5 386.1 37.2 34.7 11.0 220.9 3.8 78.6
18 20 Target Corp.
 Minneapolis 1,508.0 1,346.0 12.0 858.0 650.0 102.9 142.2 14.5 337.5 25.2 27.7
19 17 Macy's
 Cincinnati 1,417.0 1,385.0 2.3 527.3 889.7 84.8 470.5 4.6 281.0 34.0 14.9
20 14 Sprint Nextel Corp.
 Overland Park, Kan. 1,400.0 1,500.0 -6.7 414.1 985.9 79.5 45.1 13.3 594.6 12.2 241.1
21 18 Unilever 3
 Rotterdam, The Netherlands/London 1,379.2 1,379.2 0.0 552.9 826.4 227.8 42.2 2.0 510.7 8.2 35.5
22 16 Anheuser-Busch InBev
 Leuven, Belgium/St. Louis 1,357.9 1,467.2 -7.5 797.1 560.8 40.6 2.5 34.3 446.4 25.3 11.7
23 26 Berkshire Hathaway
 Omaha, Neb. 1,343.6 1,153.6 16.5 376.2 967.4 152.5 19.6 30.0 648.9 102.8 13.7
24 27 News Corp.
 New York 1,319.5 1,117.0 18.1 368.5 951.0 54.0 235.0 32.0 466.1 84.4 79.4
25 22 J.C. Penney Co.
 Plano, Texas 1,317.0 1,315.0 0.2 903.0 414.0 51.4 102.3 1.5 214.5 24.5 19.8
26 25 McDonald's Corp.
 Oak Brook, Ill. 1,295.8 1,241.3 4.4 408.0 887.8 37.0 3.4 68.5 686.7 64.8 27.5
27 50 Fiat (Chrysler Group)
 Turin, Italy/Auburn Hills, Mich. 1,164.0 665.7 74.9 290.6 873.4 75.6 69.2 8.2 625.9 15.0 79.5
28 28 U.S. Government
 Washington 1,106.9 1,034.1 7.0 488.0 618.9 70.8 52.1 15.2 386.8 50.5 43.5
29 33 Honda Motor Co.
 Tokyo 1,060.7 951.3 11.5 370.9 689.8 96.6 17.4 4.9 521.7 12.1 37.2
30 32 Nestle
 Vevey, Switzerland 1,058.1 960.2 10.2 127.0 931.1 285.3 64.5 5.5 501.5 21.9 52.4
31 30 Kohl's Corp.
 Menomonee Falls, Wis. 1,017.0 988.0 2.9 677.1 339.9 4.6 123.6 0.2 159.2 42.8 9.5
32 38 Kraft Foods
 Northfield, Ill. 1,006.9 875.9 15.0 121.3 885.6 347.3 56.6 5.3 441.8 13.6 21.1
33 31 PepsiCo
 Purchase, N.Y. 1,005.8 986.1 2.0 421.1 584.7 135.3 23.8 8.6 358.1 23.6 35.3
34 29 GlaxoSmithKline
 Brentford, Middlesex, U.K. 1,002.3 1,000.0 0.2 311.4 690.9 131.9 13.2 0.8 515.5 10.7 18.7
35 39 General Mills
 Minneapolis 986.7 854.6 15.5 0.0 986.7 20.3 101.4 0.9 800.0 7.1 56.9
36 36 Viacom
 New York 969.6 893.9 8.5 351.9 617.7 24.0 39.8 25.7 450.8 31.5 45.9
37 41 Microsoft Corp.
 Redmond, Wash. 926.3 791.8 17.0 312.3 613.9 47.7 6.3 3.3 451.3 8.5 96.8
38 23 Merck & Co.
 Whitehouse Station, N.J. 921.1 1,286.5 -28.4 428.1 493.0 233.1 42.3 0.3 194.2 1.3 22.0
39 35 Sony Corp.
 Tokyo 892.4 914.2 -2.4 119.7 772.7 51.0 80.4 25.6 520.7 33.6 61.3
40 37 Nike
 Beaverton, Ore. 887.1 889.3 -0.2 770.7 116.4 35.3 0.4 1.4 70.0 0.3 9.0
41 58 Capital One Financial Corp.
 McLean, Va. 877.7 556.2 57.8 555.4 322.3 1.1 37.5 9.6 221.5 20.8 32.0
42 51 Nissan Motor Co.
 Tokyo 867.4 635.1 36.6 256.0 611.5 81.7 13.8 0.4 412.5 10.6 92.5
43 43 Eli Lilly & Co.
 Indianapolis 857.6 748.3 14.6 385.4 472.2 82.1 56.7 0.1 305.7 0.1 27.5
44 34 SABMiller (MillerCoors)
 London/Chicago 841.9 926.8 -9.2 448.1 393.8 9.9 2.7 39.5 308.2 25.5 8.0
45 46 Deutsche Telekom (T-Mobile) 1
 Bonn, Germany 820.4 718.7 14.1 237.9 582.5 7.7 113.3 2.5 398.8 6.5 53.7
46 42 Yum Brands
 Louisville, Ky. 797.9 783.1 1.9 68.3 729.5 3.3 3.3 6.0 678.2 29.9 8.8
47 44 Lowe's Cos.
 Mooresville, N.C. 778.2 743.3 4.7 388.3 389.9 31.8 34.4 8.0 263.2 25.4 27.1
48 48 AstraZeneca
 London 773.5 708.4 9.2 348.1 425.4 129.7 28.3 0.2 248.8 4.5 13.9
49 40 Home Depot
 Atlanta 768.7 802.1 -4.2 321.1 447.6 10.1 34.5 0.3 288.9 99.6 14.2
50 45 Coca-Cola Co.
 Atlanta 758.4 721.5 5.1 339.6 418.8 43.0 16.1 33.1 277.0 32.0 17.7
51 72 Progressive Corp.
 Mayfield Village, Ohio 743.4 470.3 58.1 237.9 505.5 6.7 5.1 2.7 325.9 20.4 144.8
52 49 Kellogg Co.
 Battle Creek, Mich. 722.9 697.8 3.6 73.9 649.0 152.6 16.8 0.0 435.7 1.7 42.3
53 53 Estee Lauder Cos.
 New York 698.1 586.6 19.0 506.9 191.2 129.2 1.1 1.4 56.9 0.0 2.6
54 76 Samsung Electronics Co.
 Seoul 683.3 449.6 52.0 410.1 273.1 59.0 6.2 13.2 158.1 3.9 32.7
55 55 LVMH Moet Hennessy Louis Vuitton
 Paris 683.1 568.1 20.2 435.6 247.5 192.2 31.1 8.1 13.7 0.4 2.0
56 52 Best Buy Co.
 Richfield, Minn. 666.5 629.2 5.9 399.7 266.8 1.8 96.1 1.3 147.3 3.6 16.7
57 59 State Farm Mutual Auto Insurance Co.
 Bloomington, Ill. 665.6 550.0 21.0 213.0 452.6 3.6 6.0 18.6 375.0 19.8 29.6
58 47 Bristol-Myers Squibb Co.
 New York 632.5 716.8 -11.8 301.9 330.6 79.0 0.1 0.0 241.0 0.0 10.4
59 65 Mars Inc.
 McLean, Va. 630.2 514.2 22.6 63.0 567.2 141.6 27.6 2.5 324.9 4.1 66.5
60 54 Wells Fargo & Co.
 San Francisco 630.0 572.0 10.1 441.4 188.6 20.3 35.5 11.4 76.6 28.1 16.7
61 56 Time Warner Cable
 New York 629.0 563.0 11.7 433.6 195.4 0.8 25.2 7.6 142.0 11.8 7.9
62 62 Visa
 San Francisco 559.1 532.4 5.0 353.0 206.1 20.6 3.8 4.3 150.9 14.0 12.5
63 66 Diageo
 London 550.4 509.0 8.1 400.0 150.5 9.9 8.0 24.8 83.5 14.6 9.6
64 57 Bayer
 Leverkusen, Germany 546.7 562.0 -2.7 177.1 369.5 89.5 11.6 0.2 257.0 3.9 7.4
65 91 Allstate Corp.
 Northbrook, Ill. 541.7 401.3 35.0 173.3 368.3 16.3 8.1 11.0 275.6 27.3 29.9
66 63 Kroger Co.
 Cincinnati 533.0 529.0 0.8 383.5 149.5 0.8 44.9 9.3 59.0 32.7 2.9
67 64 Novartis
 Basel, Switzerland 525.1 516.3 1.7 198.4 326.6 51.9 40.8 0.1 217.3 5.8 10.8
68 61 Campbell Soup Co.
 Camden, N.J. 522.8 538.9 -3.0 57.0 465.7 220.7 36.7 0.0 199.8 4.4 4.2
69 78 Citigroup
 New York 506.5 435.7 16.3 374.8 131.7 15.4 30.6 3.7 55.4 8.8 17.8
70 110 Amazon
 Seattle 486.8 310.4 56.8 324.1 162.7 42.1 12.4 0.2 83.0 1.0 23.9
71 75 Doctor's Associates (Subway)
 Milford, Conn. 477.0 450.0 6.0 46.8 430.2 2.1 5.7 8.1 381.6 30.6 2.1
72 67 Walgreen Co.
 Deerfield, Ill. 468.0 508.0 -7.9 252.1 215.9 16.9 64.7 0.9 101.6 25.9 5.9
73 90 Hyundai Motor Co.
 Seoul 467.8 401.7 16.5 152.2 315.6 34.3 3.9 1.5 248.7 3.9 23.3
74 88 Discover Financial Services
 Riverwoods, Ill. 463.1 406.0 14.1 285.1 178.0 53.3 14.0 1.0 90.0 8.6 11.0
75 71 Wendy's/Arby's Group 4
 Atlanta 460.0 471.1 -2.4 80.7 379.4 8.2 0.7 7.9 313.1 27.9 21.5
76 70 Reckitt Benckiser
 Slough, Berkshire, U.K. 459.7 476.2 -3.5 0.0 459.7 89.5 57.0 0.0 304.4 3.7 5.1
77 79 Fortune Brands
 Deerfield, Ill. 456.6 432.5 5.6 354.9 101.7 43.0 2.4 6.6 41.8 0.8 7.2
78 123 Hershey Co.
 Hershey, Pa. 440.6 271.7 62.2 0.0 440.6 42.1 14.3 2.4 374.7 5.8 1.4
79 82 Limited Brands
 Columbus, Ohio 435.5 425.1 2.5 373.5 62.0 1.3 0.1 0.0 57.6 0.1 2.9
80 73 Abbott Laboratories
 Abbott Park, Ill. 432.4 465.0 -7.0 184.6 247.7 54.4 1.3 0.3 180.3 0.4 10.9
81 86 DirecTV
 El Segundo, Calif. 431.7 413.0 4.5 0.0 431.7 24.0 24.5 0.2 376.4 1.3 5.5
82 80 SC Johnson
 Racine, Wis. 431.7 431.1 0.1 17.3 414.4 77.1 62.0 0.0 266.5 2.6 6.2
83 94 Volkswagen
 Wolfsburg, Germany 431.3 368.0 17.2 138.0 293.3 24.9 3.7 3.0 229.8 4.5 27.4
84 81 Safeway
 Pleasanton, Calif. 431.0 430.6 0.1 242.7 188.3 0.7 35.0 0.4 41.7 103.4 7.1
85 105 Daimler
 Stuttgart, Germany 426.9 338.5 26.1 153.5 273.4 31.4 15.7 1.7 195.3 11.8 17.5
86 100 Apple
 Cupertino, Calif. 420.4 353.3 19.0 100.9 319.5 20.6 8.1 33.4 232.4 0.9 24.3
87 133 Coty
 New York 417.6 250.8 66.5 168.3 249.3 210.7 3.0 0.2 32.6 0.5 2.1
88 77 IBM Corp.
 Armonk, N.Y. 417.4 446.5 -6.5 243.3 174.1 59.5 16.5 7.8 61.6 6.1 22.7
89 92 Apollo Group
 Phoenix 417.2 377.1 10.6 229.7 187.5 2.6 0.3 5.2 63.0 1.9 114.6
90 84 Gap Inc.
 San Francisco 413.1 419.5 -1.5 90.8 322.3 81.8 5.9 6.2 199.4 19.9 9.2
91 117 Kia Motors Corp.
 Seoul 411.0 288.4 42.5 133.4 277.6 13.0 4.3 1.8 243.9 0.1 14.6
92 85 Dish Network Corp.
 Englewood, Colo. 409.5 415.6 -1.5 0.0 409.5 10.0 23.3 1.1 350.7 14.9 9.4
93 74 Clorox Co.
 Oakland, Calif. 405.1 457.1 -11.4 17.5 387.6 124.1 11.0 0.0 231.2 4.0 17.3
94 104 Hewlett-Packard Co.
 Palo Alto, Calif. 405.0 340.0 19.1 160.7 244.3 35.2 37.5 4.7 111.2 20.2 35.5
95 60 CVS Caremark Corp.
 Woonsocket, R.I. 400.0 542.0 -26.2 292.6 107.4 1.4 56.0 1.6 39.3 5.2 4.0
96 95 Dr Pepper Snapple Group
 Plano, Texas 397.1 367.4 8.1 177.8 219.3 6.1 4.0 8.6 172.5 15.1 13.0
97 89 Burger King Holdings
 Miami 392.0 401.9 -2.5 91.3 300.7 0.7 0.4 6.5 272.7 15.9 4.5
98 83 Dell
 Round Rock, Texas 391.1 422.7 -7.5 155.1 235.9 33.1 27.2 2.0 125.6 0.7 47.3
99 101 Fry's Electronics
 San Jose, Calif. 384.8 350.0 10.0 153.9 230.9 0.0 227.8 0.0 1.5 0.7 0.9
100 97 Colgate-Palmolive Co.
 New York 384.7 365.1 5.4 223.5 161.2 34.4 34.6 0.0 81.8 1.8 8.5
Source: Ad Age DataCenter. Numbers rounded. Measured media from WPP's Kantar Media (kantarmediana.com). See Methodology. 2010 and 2009 rankings based on data compiled in 2011. Measured media from WPP's Kantar Media (kantarmediana.com) based on spending in 19 media: magazine—consumer magazines, Sunday magazines, local magazines and business-to-business magazines; newspaper—local and national newspapers, free-standing inserts; TV—broadcast network TV, spot TV, syndicated TV and network cable TV; radio—network, national spot and local; Spanish-language magazines, newspapers and TV networks; outdoor; and internet (display advertising; excludes paid search and broadband video). Unmeasured spending is Ad Age DataCenter estimate including direct marketing, promotion, internet paid search, social media and other forms of spending not tracked in measured media. 1. AT&T in March 2011 struck a deal to buy T-Mobile USA (No. 45). 2. Comcast bought 51% stake in NBC Universal in January 2011; estimated ad spending shown is pro forma including NBC Universal. 3. Estimated pro forma ad spending including Alberto Culver Co. (acquired in May 2011). 4. Wendy's/Arby's Group in June 2011 agreed to sell Arby's to a private-equity firm.